CONSUMER BEHAVIOR (8515)

SEMESTER AUTUMN 2019

Name : Sania Saad
Roll Number : BU551482
Q1- What is marketing concept . How it is different from other concepts. Discuss with logic.

The marketing philosophy is the approach adopted by companies to meet customer needs,
increase sales, maximize profit and beat competition. There are 5 marketing principles which
are implemented and performed by organizations.

Marketing is a management department which attempts to develop strategies to create

profitable relationships with target consumers.

5 Marketing Concepts

 Production Concept
The definition of production-" Consumers are going to prefer goods that are available
and extremely affordable. This principle is one of the oldest brand strategy guidelines
for sellers.
Organizations that follow this approach run a considerable risk of concentrating too
narrowly on their own activities and losing sight of the real target.
Most of the time; the idea of output will lead to myopia in marketing. The management
focuses on improving productivity in production and distribution.
Although the idea of output is still a useful theory in some circumstances.
 Product Concept
The product concept holds that the consumers will favor products that offer the most in
quality, performance and innovative features.
Here; under this concept,
Marketing strategies are focused on making continuous product improvements.
Product quality and improvement are important parts of marketing strategies,
sometimes the only part. Targeting only on the company’s products could also lead to
marketing myopia.
For example;
Suppose a company makes the best quality Floppy disk. But a customer does really need
a floppy disk?
She or he needs something that can be used to store the data. It can be achieved by a
USB Flash drive, SD memory cards, portable hard disks, and etc.
So that company should not look to make the best floppy disk. They should focus to
meet the customer’s data storage needs.
 Selling Concept
The philosophy of selling retains the premise-" consumers will not purchase enough of
the company's products unless they conduct a large-scale sales and marketing
campaign.
The management here focuses on creating sales transactions rather than establishing
long-term, sustainable relationships with customers.
In other words; the goal is to sell what the business is doing instead of doing what the
market wants. The aggressive system of sales carries very high risks.
The marketer believes in marketing principle that consumers will be coaxed into buying
the product will like it if they don't like it, they may forget their dissatisfaction and later
buy it again. Typically that is a very weak and wasteful conclusion.
The concept of sale is typically practiced on unsolicited goods. Unsought products are
consumers usually don't think about purchasing, such as insurance or blood donations.
Such companies need to be good at tracking out customers and marketing them for the
profit of a company.
 Marketing Concept
The marketing principle maintains that "the achievement of corporate goals depends on
understanding the needs and desires of target markets and delivering the desired
satisfactions better than rivals do."
Managing ads here takes a "customer first" approach.
Under the concept of marketing, customer focus and value are the routes to make sales
and profits.
The marketing concept is a "sense and answer" philosophy centered on customers. The
challenge is not to find the right clients for your company, but to find the right products
for your clients.
The idea of marketing and the sales strategies are two extreme concepts and completely
different from one another.

Difference between Selling Concept and Marketing Concept

SELLING CONCEPT MARKETING CONCEPT

undertakes a large-scale selling
and promotion effort
The Selling Concept is suitable with
unsought goods—those that
buyers do not normally think of
buying, such as insurance or blood
donations.
Focus of the selling concept starts
at the production level.
Any company following selling
undertakes activities such as;
market research,
The Marketing Concept is suitable
for almost any type of product and
market.
Focus of the marketing concept
starts at understanding the market.
Companies that are following the
concept undertakes a high-risk marketing concept requires to bare
less risk and uncertainty.
The Selling Concept assumes Instead of making an assumption,
–“customers who are coaxed into The marketing concept finds out
buying the product will like it. Or, if what really the consumer requires
they don’t like it, they will possibly and acts accordingly to them
forget their disappointment and
buy it again later.”
The Selling Concept makes poor Marketing concept works on facts
assumptions. gathered by its “market and
customer first” approach.

Marketing philosophy is the overarching theory of marketing, and how to sell well to
consumers. It's a five-step strategy that is broken out into the principles of growth,
distribution, marketing, product, and societal marketing as an overall idea. All of these
are fundamental aspects of the overall marketing strategy and that overarching theory
is distinct from "the marketing method," which is just one facet of the overall equation .
The marketing philosophy is the idea that a business can tackle the challenge of meeting
consumer needs by producing a product that improves their lives, is useful and/or is
better and more effective than the products of competitors.
The definition of marketing is typically what people think of as "marketing," since it
includes brand branding, advertisement, and similar actions. Marketing concept is the
overarching term that covers every aspect of marketing, from product development to
distribution strategies, societal impact, and word-of-mouth advertisement.

Q2- What do you understand by Captive Consumers? What are their buying behavior ?
Discuss.
Captive markets are markets where potential consumers are faced with a severely
limited number of competitive suppliers; their only option is to buy what's available or
not make any purchases. Captive markets lead to higher prices for consumers, and less
diversity.
Captive customers are the customers who are “captured “by a product /vendor and are
resistant to use another product/vendor primarily because of the following reasons:
• The expense of moving to a rival is high This may be due primarily to the following
reasons — the consumer has invested a lot of time in adjusting to the product — the
 customer's tastes and desires are not yet understood by the competitors — Consumers
have typically been using it for a long time and are hesitant to become accustomed to a
different products.
 The costs involved in searching for a competitor is high. This is the case especially when
the customer searches for a new product/service.
 The product/vendor has become a habit for the customer.

The captive client can be of great competitive advantage to any organization. The
companies can encourage the captive customers to purchase through discounts, loyalty
programs and various offers. Through adding new features to the product, they can also
improve the competitive advantage. The businesses that lose this competitive
advantage in cases where the cost of switching and searching is reduced by the
competitor.
Our customers rarely leave us, "an executive recently told me." I understand everything
about consumer management but it's not important to my company. The moment we
get them, they live, "he added with great conviction. For a brief moment the statement
of this executive seemed like customer paradise for his company had found a
mechanism that minimally invested customers to maintain. Together with others in a
variety of industries, this executive posits that minimal investment, if any, is required to
keep its customers from defecting. This idea is reinforced by the concept of "hostage
consumers," which is the notion that customers are held captive by the companies with
which they work as demonstrated by extremely low churn rates. Many businesses relate
longevity to satisfaction wrongly. "Prisoners are unable to leave the prison so why
bother to make their stay more comfortable," the thought goes.
There are multiple reasons why customers could become captive. One reason is the
result of the delight of customers from an amazing customer experience-a proposal of
total value that is so attractive that they will have no reason to shop for competing
products and services. The first explanation shows no trace of the second. Because of
monopolistic industries and unfriendly business regulations customers are often held
captive. The utilities industry is a classic example of a monopoly market in which the lack
of competition puts consumers at the mercy of their suppliers and prohibits them from
defecting to a rival. Certain reasons behind consumer captivity include:
 Lack of quality competition – The quality of competitors is often so poor that despite the
desire to defect, a lack of suitable alternatives inhibits customers’ ability to do so.
 Inertia – After years of poor customer service, customers have simply gotten used to the
idea that nothing will change, leaving them with no will to fight their company. In some
cases, customers perceive the product or service as a commodity and lack the desire to
take the time and effort to search for better alternatives.
 High barriers to defection – Until the passage of legislation allowing consumers to leave
their mobile carriers with their mobile numbers, defecting from mobile carriers was
extremely challenging. Customers preferred to remain in a state of permanent
dissatisfaction with their carriers so long as they kept their mobile numbers rather than
defect and update their family, friends and colleagues on their number.
 Lack of knowledge – historically a significant reason, the proliferation of the internet and
the speed of information flow is leading increasingly educated consumers to seek other
alternatives in growing numbers.
The assumption that consumers are hostage also causes companies to mistreat the very
people who keep them in business.
Captive customers regard their vendors as commodities for the products and services
they provide. They do not associate significant value with these products and services,
and expect this perception to reflect prices. If your company is facing a similar situation,
welcome to "hell on the goods" There is no consolation from price reduction in
"Commodity hell." You'll never please your clients, irrespective of the new offer or free
month of operation. Your margins would rapidly decrease causing you to cut costs. Your
customers will be disappointed and costly-very expensive-dissatisfied customers.
The captive clients are reluctant clients. They tend to complain excessively, and often
abuse the employees of their vendors. Every complaint comes at a price. As the length
of an irate customer's call increases, so do the costs. This cost increases when the
customer is transferred to a manager or supervisor. Calling to complain about the
company's inability to resolve the issue on the first, second or third call increases the
cost. On-going customers while other customers complain further increases the cost.
Captive customers use a disproportionate amount of resources and under these
conditions, enterprises generally cannot operate effectively and profitably.
In fact, captive customers tend to limit their purchase and use of the products and
services from their vendors. They don't have value associated with them. Opportunities
for cross selling and up selling will vanish. Prospects for growth dissipate. The fate of
new products, services and features is often doomed to failure before they come off the
ground.
When you think some or all of your customers are captive-change. Inertia aren't a long-
term success technique. Most notably, captive consumers are costly for both the low
price they pay for their goods, and the items they choose not to purchase. The only way
to treat captive clients is to set them free from their captivity. Design and deliver
attractive experiences that will amaze and delight you. Never give in to your customers.
Monopolies are slowly cracking.
Q3- Discuss the importance of consumer research for firms and their brands as well as
consumers. Also describe the steps in the consumer research process.
 Consumer Research
Consumer marketing research is market research in which the intended customer's
interests, desires and purchasing habits are identified through direct observation, mail
surveys, telephone or face-to-face interviews and public sources (such as demographic
data). It is the systematic collection of data for actual and potential products / services
concerning the needs of customers. It sets out questions regarding your intended
market and finds relevant answers. Analysis on consumer marketing is needed to make
sure we deliver what consumers really want, and not what we think they want.
Consumer research primarily seeks to serve as the consumer's face. Marketing research
focuses on understanding the consumer as a person by focusing on exploring a product
or service's attitudes, needs, motivations, and behaviour. More generally, consumer
research helps provide important, accurate, credible and up-to-date information to a
business about its target customer. Consumer market research aims at recognizing,
knowing and assessing clients and their needs. It is also important to note that market
research involving customers is not explicitly associated with marketing research. In
fact, marketing research consists of both consumer and business-to-business research
and examines all aspects of a business environment, while consumer research is focused
solely on the consumer.
The purpose of consumer research:
 To help businesses make better choices and achieve advantages over their rivals.
 To help marketing managers or executives in the process of identifying and satisfying
customer needs, make numerous strategic and tactical decisions.
 To remove some of the uncertainty by providing relevant marketing variables,
environment and consumer information.
 In the absence of relevant information, the consumer response to marketing programs
cannot be reliably or accurately predicted
 To provide insights that help guide the creation of a business plan, launch a new
product or service, optimize existing products and services and guide the expansion into
new markets.
 Assess the portion of the population is most likely to buy a product or service based on
variables such as age, gender, location and income level
 To expose the characteristics of a target market
 To consider how consumers think about products on the market
 To assess the consumer needs are relevant and whether those needs are met by
current products With an efficient marine environment.

With the economy becoming increasingly competitive, having adequate knowledge

about your customers ' concerns and preferences has become an integral part of any
 business to succeed. Research is the best way to increase customer satisfaction,
understand the factors affecting your business and improve performance. Not only does
consumer research help to better serve your current customers, it also identifies new
business opportunities, helps design marketing campaigns that target your potential
customers ' interests and helps increase your sales. Consumer research provides
valuable information on the future, similar time and age group, of a particular market
segment. To get a better understanding of where you're going, you need to consider
who you're competing with, consumer research helps you keep an eye on your rivals
and helps you build business strategies that will keep you ahead.
Consumer Research Objectives
When a brand develops a new product, consumer research is carried out to understand
what consumers in a product want or need, what attributes are missing and what are
they looking for? Efficient survey software really makes efficient research easy for
organizations to conduct.
Work on consumer goods is carried out to boost brand equity. A brand needs to know
what consumers think when it comes to buying a brand offered product or service. To
be effective any good business idea needs powerful consumer research. Customer
insights are key to assessing consumer brand positioning.
Product research is being carried out to boost sales. Consumer research aims at looking
at different aspects of consumer psychology and recognizing their buying patterns, what
kind of packaging they like and other related attributes that allow marketers to better
sell their products and services.

CONSUMER RESEARCH PROCESS

 Defining Research Objectives
Defining the issue is the main part of the marketing research process. You have to know
what you are trying to learn from the research in order to do any research and gather
data. Defining the problem that you need to solve in marketing research will determine
what information you need and how you can obtain that information. This will help your
organization clarify the overarching issue or opportunity, such as how best to tackle
market share loss or how to launch a new product to a specific demographic.
Create questions that will help you to identify your problem (or opportunity) and
analyze all possible causes so that the analysis can be whittled down to the details that
you really need to solve that problem or decide what action to take on an opportunity.
These are often questions about who the target market or ideal consumer persona is
(e.g.: "What does our ideal customer look like?"). These might include demographic
questions, what their profession is, what they like to do in their spare time— anything to
 help you get a clearer picture of who your ideal buyer persona is. Include as many
factors as possible, and possible causes.
 Develop Your Marketing Research Plan
It is time to build the study strategy after you have analyzed all the possible causes of
the problem and used those questions to boil down exactly what you are trying to solve.
Your research plan can be overwhelming to create, because it can include any method
that will help you address the research problem or explore an opportunity identified in
step one.
Let us review a few techniques for conducting research to help you develop the
research plan:
 Interview prospects and customers
Oftentimes, you get the best feedback by using this tactic because you’re going
straight to the source. This might take the form of a focus group or one-on-one
interviews. Use your defined research problem to help select the right people to
interview.
 Conduct a survey
 Run user tests
Your homepage or landing page. This is a cost-effective approach that can
provide plenty of feedback and data on how your consumers or potential
customers are behaving or reacting to something, whether it's new advertising
or branding, or a changed product or service you're considering providing. When
understanding user behavior, simple A / B tests can go a long way. Using heat
mapping software, such as Hot jar or Lucky Orange, and website analytics tools,
such as Google Analytics or Hub Spot analysis, to track results based on what
data you need to collect.
Often we do all this work and collect all the data — only to realize that we didn't
have to reinvent the wheel because somebody had already conducted a similar,
credible study or solved the same issue. That doesn't mean you don't need to do
some work, but studying what other organizations have done to solve a problem
or exploit an opportunity will help you refine your research study and save time
while evaluating all of the research options. This is called secondary data in
marketing research because it has been obtained by someone else, unlike the
primary data that you would gather through your own research study
 Collect Relevant Data and Information
Most of the data you gather in marketing research will be quantitative (numbers or
data) versus qualitative, which is descriptive and observational. Ideally, you'll be
gathering a mix of the two data types. For example, you might run an A / B test on your
website to see if more business would be attracted by a new price point. You may also
 be questioning some consumers in that research study about whether or not the new
price tier will appeal to them. This way, you receive hard data and qualitative data which
give you more color and insight.
Make sure it is accurate and impartial when gathering the data. You should never ask a
research interviewee, "You think that with additional services we should be offering a
higher price tier, right? “This kind of query is specifically intended to influence the
response of the individual. Try to ask both open-ended and closed-ended questions (for
example, a multiple-choice question asking which revenue spectrum best describes
you).
 Analyze Data and Report Findings
Now that all the information you need is gathered, it is time for the fun part: analyzing
the data. Although one piece of information or data that leap at you, it is important to
look for patterns as opposed to specific pieces of data. As you are evaluating the data,
before collecting the data, do not try to find trends based on your assumptions.
Sometimes it's important to write a study summary, including the process you've
followed, the results, conclusions and what steps you're recommending to take based
on those results. Even if you don't need a structured marketing research report, make
sure to review the study and conclusions so you can express the course of action that is
recommended. It's useless to share the maps and data you gathered if it doesn't lead to
results.
Is your theory proven wrong? Great — that's why you're checking and not playing with
assumptions while making decisions that could have a big impact on your organization.
Taking the results as they are is always better than manipulating the data to prove you
right.
 Put Your Research into Action
Your research is thorough. It is time your results were discussed and action was taken.
Start developing your campaigns and marketing strategies. Place your findings on the
check and proceed! The biggest takeaway here is that it is not over although this
research round is complete.
The challenges, the business environment and the patterns are constantly changing,
ensuring that your work is never over. Through your work the patterns you found are
changing. You should regularly analyze your data to see where you could be improving.
The more people, industry and company you know about your buyer, the more
successful your marketing efforts and enterprise will be. Looking at it this way, you
might start wondering why so many companies are not budgeting time and resources
for marketing research.
 Of course, the marketing research process has much more to do than these five core
steps, but those are enough to get you started. Good luck, and share any tips you've
found for conducting marketing research.

Q4- Why are consumers’ needs and goals constantly changing ? What factors
influence the formation of new goals?
There are many reasons why marketing is constantly in need of change. Some of the
changes are implemented due to ineffective strategies, such as an ad that is not pulling
as well as expected. Other changes that result from the incorrect estimation of a target
audience which is the group of people most likely to use a product. External factors may
also drive the need for marketing strategies to shift. There are many other key reasons
why small businesses need to constantly change their marketing strategies
 Changing Consumer Tastes
Customer tastes change constantly. Small businesses therefore have to constantly keep
up with the types of products and services that consumers want. A small consumer
product company can, for example, introduce a new drink with two flavors: strawberry
and blueberry. Nonetheless, they may need to incorporate other products that
customers want to introduce to increase market share. Alternatively, with these flavors,
customers may start buying other drinks. Consumers likewise taste shifting in terms of
product features, types, sizes, lengths, service and other elements. Most small
businesses carry out marketing surveys to keep track of what their consumers need and
want.
 Countering Competitive Strategies
Small businesses are almost unable to remain complacent about their marketing and
advertising. A major reason for this is that a competitor may initiate a marketing
strategy that challenges the marketplace position of a small business. For example, a
major competitor may challenge the status of the small firm as the industry's leading
quality leader. They can hire a number of engineers, and improve their own products '
quality. The competitor may subsequently advertise its high-quality status, removing
some business from the smaller enterprise. In this situation, the small business must act
to ensure that its consumers still remain the leader in quality. To demonstrate the
superiority of its products, the company can start to do more comparative ads between
itself and the competitor. Small business owners may need to adjust the channels of
distribution to keep up with evolving competitive strategies, too. New competitors may
also pose a threat to market share and ongoing success for a company.
 Product Life Cycle
 Small enterprises must also change their marketing strategies during various stages of
the product life cycle. Once a product hits the market, there are four stages in the
product life cycle: introduction, growth, maturity and decay. Sales are often strong
during the stages of introduction and growth. Nevertheless, sales inevitably decline as
their goods reach maturity level for most companies in the industry. Hence, maintaining
sales growth becomes harder. In the maturity stage a small business may be forced to
lower prices, because customers may become more prone to quality. A company may
also need to better distinguish itself from the competitors in order to create its own
niche. For example, a small computer software company might create new features to
increase sales for its products. New uses for existing products can also be found at the
company.
 Considerations
Factors outside, too, can cause small businesses to adjust their marketing strategies.
Such international variables may include the government, new laws, limited natural
resources, and technology change. A new packaging regulation, for example, may
require a small manufacturer of frozen dinners to change its packaging. The business
may need to start including more information on nutrition. Lack of natural resources can
force businesses to find replacements for manufacturing products. Changing
technologies can force certain products to become obsolescent. To order to remain to
business, small business owners might need to produce other goods. Press tastes among
consumers often shift which forces businesses to modify their advertising mixes or the
press combinations they use to market their products.

Factors that influence consumer behavior

 Cultural factors
Culture is a concept in human behavior that encompasses the human society, the roles
that society plays, society's actions, customs and traditions of its values. Culture needs
to be examined because it is a very important factor influencing consumer behavior
Cultural factors.
Subculture is a group of people who share the same values, traditions and customs.
They can be described as the country, religion, racial groups and also groups of people
who share the same geographical location.
Society has social class; in fact every society has one. It is important to know which
social class is targeted as the buying behavior of a social class normally is quite similar.
Remember that not only the income but even other factors describe a group of
consumers ' social class.
 Social Factors
 Reference groups have tremendous potential to influence consumer behaviour, under
social factors. Its effect of course varies between products and brands. This group often
features a leader of opinion.
A consumer's behavior is affected not only by his motives and attitudes, but also by his
family and family friends, who can have two or more people living together because of
their blood relationship or marriage.
People who belong to different organizations, groups or club members, families play
roles and have a status to maintain. These roles and status that they have to maintain
also influences consumer behavior as they decide to spend accordingly.
 Personal factors
There are also a number of personal factors that influence consumer behavior. This is in
fact one major factor influencing consumer behavior.
A consumer's age and his life cycle under personal factors are two most significant sub-
factors. With the age and life cycle, customers are shifting shopping choices and buying
intent, with their purchase product decisions changing. This stage therefore affects
consumer behavior
Consumer employment affects the goods and services which a consumer purchases. The
group of occupations has a higher than average interest in buying different products and
services that organizations deliver. Organizations in reality manufacture separate
products for various occupational classes.
With the help of money all can be bought and sold. If a consumer's economic situation is
not good or stable it will affect his purchasing power, in fact if a nation's consumers or
economy suffer a loss it defiantly affects consumer buying or spending decisions.
People who come from different cultures, subcultures, professions and even social
classes have different lifestyles. Style of life can confirm people's interests, opinions, and
activities. Various lifestyles affect consumer buying patterns.
Each is different and has different and distinct personalities. Their distinct personalities
and their distinct physiology affect their buying decisions. Accordingly, the purchase of
products and services defers from individual to individual.
 Psychological factors
Motivation is the activation of the consumers ' internal needs and requirements. It can
also be described as consumer targets and needs. Motivation awakens and directs the
consumer toward certain objectives. These may include psychological needs, security
needs, social needs, needs for respect and self-actualization.
Perception senses the world and the situations around it, and then decides accordingly.
Every single person looks differently as the world and the situations. Each individual's
ability and ability to judge is different and hence the world view differently. That is what
separates the capacity to take decisions.
 Learning is researching products and services before the consumer makes a purchase
decision. These days learning and self-education is done online and in groups, too.
Knowledge draws a lesson from previous product and service experiences. Training and
experience again play an important role in shaping the actions of the customer, as it
influences their purchasing decision.
Attitude is the favorable and unfavorable emotional condition or emotional feeling of a
consumer, and also their tendency to react to certain actions and behaviors. Beliefs of
people who believe that people assume that the products are as making the product
specifications. Therefore attitude and values are also relevant and must be taken into
account when researching human behavior.

Q5- Describe personality trait theory. Give five examples of how personality trait can
be used in the consumer research.
Personality Trait Theory
If you ask people to describe their personalities, they usually identify themselves in
terms of the personality traits they incarnate. For starters, they may be anxious or laid-
back; highly social or pensionable. Scholars researching individual personality variations
invariably end up using the same approach; defining a collection of characteristics that
define and capture the various ways in which people differ from each other. Although
today there are multiple different models of personality traits, they vary primarily in the
number of traits that are identified; the fineness of the categories with which
researchers try to slice up personality, and not so much in what the major traits are
themselves. The influential "five factor model" created differently by Costa and McCrae
researchers, and (separately) by Goldberg, embodies relatively well the main traits
agreed upon. They are identified as
 Extraversion
Describe the interests of people with respect to socialization.
 Agreeableness
Describing whether people are willing or unable to satisfy others.
 Conscientiousness
Describe how people take obligations and commitments seriously.
 Emotional Stability
Describe how prone people are to nervousness and depression.
 Openness to Experience
Describe how people are willing to try out new activities or endorse untraditional
agendas.
Research shows that measurements by adults on the five-factor model tests tend to
remain fairly stable over long periods of time (in some studies, up to 45 years!). This
 suggests that while there is room for people to grow and mature as they age, once
formed, personality traits tend to remain consistent.
The explanation why personality traits tend to remain stable is that they primarily
reflect the influence of genetically determined temperaments (inborn conditions from
birth that set the tone for later personality; for example, when babies are "colicky" vs.
"easy"), as well as the influence of early formative experience. For example, the trait of
emotional stability is known to occur in families and can be an inherited susceptibility to
people who develop mood and anxiety disorders throughout their lives.
Personality traits of individuals affect how easy or difficult it is for them to take on
certain tasks. For example, finding success in a people-oriented sales job is far easier for
an extraverted person than having an introverted person succeed in that same job. On
the other hand, it is much harder for the extraverted people to work from home than
for the introverted people, who are typically much better at concentrating while alone
than the extraverted people. For this reason, information about your personality style is
something that you should take into consideration when making important decisions
about how you are going to live your life, such as what kind of work you end up doing,
or with whom you form relationships. It is critical that your personality structures do not
seriously clash with the type of work you do, or with the people you spend time with.
Discrepancies between your personality style and your environment can cause
uncomfortable issues.

Examples of Positive Personality Traits

 Admirable qualities are being honest and taking responsibility for your actions.
 Adaptability and flexibility are fantastic features that can help you and others get along.
 Drive and resolve will help you keep going no matter what.
 Compassion and understanding mean you have good relationships with others.
 Patience is a virtue, and also a good trait of personality.
 Courage in tough situations will help you do what's right.
 Loyalty is a good quality to have and to give others confidence in you

Examples of Negative Personality Traits

 A tendency to lie is a deplorable trait, so as to escape responsibility for our actions.
 Being rigid and egotistical, being unyielding to the needs of others is not endearing.
 Getting full of laziness and excuses would certainly drive away others too.
 Our inability to empathize with others will alienate us from other people too.
 Being fast to get upset turns people away.
 Being unfaithful, speeding up talking about others behind their back or, worse, stabbing
them in the back for personal gain also falls high on the scale of negative personality
traits.